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TWENTY TWELVE




SUMMARY REPORT AUSTRALIA
JOSEPH SAAD                                                                                 PETE EVANS
                                Managing Director                                                                             Renowned Chef
                            Weight Watchers Australasia                                                                     and health advocate




You only have to switch on the television or open a newspaper to                               Food is my passion and my philosophy is simple – cook with love
understand that obesity is one of the greatest health issues facing                            and laughter. Ask any chef what the most rewarding part of the job is
the developed world today; more than half of all Aussies are either                            and I think it will be hearing that you have inspired someone to cook
overweight or obese.*                                                                          and try your food at home.
The impact obesity has on our health, life-expectancy and quality                              Over the past few years I’ve observed some saddening trends; we’ve
of life is substantial; for the first time, the next generation will have a
                                                                                               swapped fresh for fast, quality for convenience and our knowledge
shorter life expectancy than the one that lived before them.** The
                                                                                               of food and cooking skills are in decline. With more technology
situation seems dire, but the good news is it’s entirely preventable.
                                                                                               in our lives we are becoming less active. Combine this with more
As a leader in weight management we want to take a bold stand                                  demanding and stressful lifestyles and Australia is simply not giving
and help lead Australia to a healthier future. We are delighted to
                                                                                               food and mealtimes the respect they deserve.
announce the launch of Plate of our Nation; a social movement that
will put our attitudes to food and exercise under the microscope in a                          It’s time for us to take action and turn this around. Together with
bid to get our nation healthy again.                                                           contributions from a variety of experts from differing backgrounds
                                                                                               and approaches, I am delighted to lead the Weight Watchers’ Plate of
We are putting our experience and scientific research behind Plate
of our Nation to affect real change. This movement will begin with                             our Nation movement, to rally this country and positively influence
consumer research outlined in this summary report, giving a real                               this issue and the growing obesity epidemic in this country.
insight into our attitudes, beliefs and values in relation to the obesity
crisis. The research confirms how gradual changes in the way we
eat, move and live our lives, have crept up on us over the last fifty
years, however Australians are not completely aware of this.
Armed with this knowledge, we want to spark debate and
give Australians a voice on the nation’s future.        We want
Aussies to throw their social weight – in other words use their
Facebook and twitter connections - and discuss the issue on
www.plateofournation.com.au. Everyone can have their say
because we truly believe that the public can collectively help us
create positive solutions and changes among Australian families
and homes.
This journey to a healthier future is just starting and we want
everyone to get involved.




* Australian Bureau of Statistics, Media Release: One in four Australian adults obese, May 2011
** Accelerating Progress in Obesity Prevention: Solving the Weight of the Nation Project, May 2012

PAG E 2
A B O U T T H E P L AT E O F O U R N AT I O N R E S E A R C H




In July 2012 Weight Watchers commissioned multi-layered research as part of the
Plate of our Nation movement.

More than 3,000 Australians* were questioned on everything from         mealtimes. Most worryingly, it is the younger generation who is most
food choices and knowledge, cooking skills, body image, activity        at risk.
levels, generational differences, impact of technology, work and        This report marks out four key issues uncovered by the research:
lifestyle, together with the many other factors that have contributed
to this obesity issue.                                                     1. Impact of Obesity: Australia’s lack of recognition of the
                                                                              reality of the obesity issue
For this unique and rigorous research piece, we consulted with,
and received analysis and interpretation from a number of relevant         2. 21st Century Lifestyle: Australians are busier than ever
experts:                                                                      before, but increasingly sedentary. The basic equation of
                                                                              energy in, energy out isn’t adding up
• Pete Evans, Renowned Chef and health advocate
                                                                           3. Food Values: Australians know what they eat affects their
• Martha Lourey-Bird, Exercise Scientist
                                                                              health, but many simply do not realise the importance of
• Anna Peeters, President, Obesity & Population Health Expert,
                                                                              how they eat
  Baker IDI
• Emma Stirling, APD and Weight Watchers Nutrition Advisor                 4. Cooking Skills: The knowledge of food and appreciation for
                                                                              cooking is fast disappearing
• Dr Cindy Nour, Clinical Psychologist
• Kathleen Alleaume, Independent Exercise Physiologist                  Weight Watchers is committed to helping all Australians reach
  and Nutritionist                                                      a healthy weight range. With Plate of our Nation, the aim is to
• Tara Diversi, Behavioural Change Expert                               complement and build on recent Government efforts to encourage
                                                                        our nation to make healthy lifestyle choices.
• Jeff Lack, Stylist and Fashion Expert
• Philip Cox, Architect
• Joy Evans, Pete Evans’ mum
The findings of the Weight Watchers Plate of our Nation research
are undeniable. We know that the nation’s obesity problem has not
happened overnight, it is something that has slowly deteriorated,
with subtle changes in Australia’s everyday habits and behaviours.      * Weight Watchers has grouped the 3,130 Australian surveyed into generations.
A steady increase in the size of plates, the amount of hours per day      These are outlined as:
                                                                          • Generation Z – those Australians born from the 1990s onwards
spent being active and the fact that technology is all-pervading,
                                                                          • Generation X&Y – those Australians born between 1960 and 1990
has led to a society that is largely sedentary, and one that has lost     • Baby Boomers – those Australians born between 1940 and 1960
touch with the value of fresh food and the importance of savouring        • Silent Generation – those Australians born between 1920 and 1940

                                                                                                                                               PAG E 3
I M PA C T O F O B E S I T Y




The majority of Australians are obese                                     72% believe being overweight is the fault of the individual and only
                                                                          12% believe the Government should take responsibility.
and overweight, but oblivious to the reality
                                                                          Australian healthcare and medical professionals also continue to
of the issue.                                                             voice their concern with regards to the levels of obesity in Australia,
Worldwide obesity has more than doubled since 1980 and more               as the effects of obesity are not just limited to the impact on the
than 1.4 billion adults globally are overweight.* In Australia, 61% of    body. Several studies have found excess weight to be linked with
adults are either overweight or obese.**                                  depression and other measures of psychological distress. In fact,
Obesity is an issue that is regularly discussed in the media, from why    once a person reaches the 100kg mark, they begin to rate certain
it occurs to the effect on the individual, but only 49% of Australians    lifestyle aspects - friends, travel, body image - as less important
are personally concerned about the obesity crisis.                        than those who are at a healthy weight.

Opinions on obesity seem to be split by generation. One in five of
Generation Z believe that being overweight is unavoidable while
38% believe seeing overweight people on TV makes it seem normal.
In addition, 38% believe the Government should take responsibility
for the obesity crisis.
                                                                          * World Health Organisation, Overweight and Obesity Key Fact Sheet, May 2012
The Silent Generation is more vocal on the issue of obesity; over three
                                                                          ** Australian Bureau of Statistics, Media Release: One in four Australian adults
quarters view obesity as a critical issue for Australia. Interestingly,   obese,May 2011




    “The effect of obesity can be quite profound and people can often become
    depressed and experience low self esteem, which can lead to disengaging
    from others and rating friendships as not so important.”
    Dr Cindy Nour, Clinical Psychologist




PAG E 4
What is Australia’s current weight?



     4%                  13%                19%                21%          17%                12%                   6%                9%
                                                                70-79kgs
                         50-59kgs           60-69kgs                        80-89kgs           90-99kgs                               Over 110kgs
  Less than 50kgs                                                                                                   100-109kgs



Base: Australian Population, n=3,130




            How important is health,                                                            Importance in Life
       weight and body image to Australia?




                                                                                                  Total Australia                Over 100kgs




                                                                               FRIENDS
                                                                                                 52% 43%
                                                                               EDUCATION
                                                                                                  51% 46%
      Weight                      Health                Body Image             TRAVEL
                                                                                                30% 25%
    42%                         74%                      28%

Base: Australian Population, n=3,130
Gen Z n=536, Gen x &Y n=1,212, Baby Boomers n=1,147, Silent Gen n=235
                                                                               BODY IMAGE
                                                                                                 28% 18%
                                                                               LATEST
                                                                               TECHNOLOGY         19%                            15%
                                                                           Base: Australian Population, n=3,130 Weight over 100kgs n=480
T H E 2 1 ST C E N T U R Y L I F E S T Y L E



A lack of knowledge on health and exercise and living a far less active lifestyle is affecting
Australia’s health.
The life of the average Australian in the 21st Century has become increasingly sedentary. On any given day, only one in three Australians
do some form of exercise. This is compared to more than eight in 10 Australians who had time to watch television or use the Internet or a
computer.




Australians seem to have forgotten one of life’s basic equations,       Compounding this problem is high kilojoule food, which is much
balancing healthy nutritious food, including plenty of fresh fruit      more readily available then fifty years ago. What was once viewed
and vegetables, together with physical activity. Instead the nation     as a treat is now available in any convenience store.
is over fuelling and underusing their energies, all contributing        This could explain why 71% claim to eat for pleasure rather than for
to an unhealthy lifestyle. In fact, only one in four Australians eat    survival and just under three quarters of Australians eat treats on a
because they are hungry while 43% will continue eating until they       weekly basis.
are overfull.
Today technology does so much for us at work and at home. The
result is that Australians spend more time sitting. This is in direct
comparison to older generations who used to burn off energy
throughout the day including walking to work or hand washing
clothes. Even with obesity at alarming levels it is clear Australians
do not understand what it takes to burn off energy in today’s
                                                                           “Less than half of Australians are
society. Only 15% of the day is spent being active with almost one
in five Australians saying they have no motivation to exercise and         as active as they should be and
another one in five saying they are just too lazy.                         what we really need to appreciate
                                                                           is that food is fuel and it is there to
                                                                           be used.”
                                                                           Martha Lourey-Bird, Exercise Scientist



PAG E 6
43%
                                                       OF AUSTRALIANS WILL
                                                      C ONTINUE TO EAT UNTIL
                                                        THEY ARE OVERF ULL

                                                                                                                        O N AN AV E R AGE
                 85% OF THE                                                                                            DAY, O N LY 3 7 % O F
                                                                                                                         A U S TR AL IA N S
              TY PIC AL DAY IS                                                                                              E X E RC IS E
                                                                                                                      C O M PAR E D TO 86 %
              SP E NT INAC T IVE                                                                                        WH O WATC H TV


              How many minutes of exercise does it take to burn off the kilojoules in these foods?


                 69.1                  66.7                             53.9                            66.0                               37.0
 Perception




                   mins                   mins                             mins                              mins                             mins
 Reality




                  120                    60                               150                             130                               120
                   mins                   mins                              mins                             mins                             mins

                Snickers Bar           Can of Coke                    2 glasses of wine                 Sausage roll                  Handful of peanuts

Reality figures denote actual time taken to burn off. Actual time calculated using Weight Watchers ProPoints and how many minutes of vigorous walking it takes to
earn the same amount of ProPoints



                                                What do Australians eat for pleasure?

      CHOCOLATE
                                74%                       SOFT DRINK
                                                                                          36%                     PANCAKES
                                                                                                                                               21%
      CHIPS
                                52%                       CHEESE
                                                                                          33%                     POPCORN
                                                                                                                                               20%
      BISCUITS
                                47%                       NUTS
                                                                                          33%                     CURED MEATS
                                                                                                                                               15%
      LOLLIES
                                38%                       CRACKERS
                                                                                          24%
Base: Australian Population, n=3,130, Gen Z n=536, Gen x &Y n=1,212, Baby Boomers n=1,147, Silent Gen n=23



                       What are the main reasons Australians do not exercise more often?




                                 4%                                         22%                    5%                  23%
                                                      12%
                               Too overweight        Don’t enjoy it          I’m too lazy      I’m too stressed       No motivation

Base: Australian Population, n=3,130
F O O D VA L U E S




Australia’s value of food is diminishing. Australians know what they eat affects their
health, but many simply do not realise the importance of how they eat.
The nation’s obesity problem didn’t happen overnight and one of the      The cost of living is also impacting value of food with Australians
key changes over the past 50 years is the size of Australia’s meals.     choosing quantity over quality with 55% believing that it is more
Not only have plate sizes increased by 30%, but 42% of Australians       expensive to buy healthier food.
also believe serving sizes were smaller growing up.                      Combine this with Australia’s busy 21st Century lifestyles distracting
While increased portion sizes are not the sole contributor to            the country from enjoying meals and the relative worth of food is
Australia’s obesity issue, large quantities of food have distorted the   vanishing fast. Three quarters of Australians do something else
nation’s perception of what a typical meal or snack is supposed to       while they eat, such as reading, texting or working. In fact, the
look like. What is interesting is that 77% of Australians still finish   nation is eating fewer meals at the dinner table. As children, 99% of
everything on their plates but 84% do not see the link between the       Silent Generation ate dinner at the table, now only 52% of Generation
increase in portion size and gaining weight.                             Z does. Worryingly, 33% of Australians even eat dinner on the sofa
                                                                         and one in ten of Generation Z eat dinner in the bedroom.




   “With so much focus on size
   meaning ‘value’, we’ve entered a
   dangerous cycle. Plate size has now
   taken control of our rising culture of
   eating out and the idea of a normal
   serving size is no longer there.”
   Kathleen Alleaume, Independent Exercise
   Physiologist and Nutritionist


PAG E 8
29%                                                      How many have vegetables in their
                                                                           evening meal eaten at home?

    O F G EN Z EATS
      BREAK FAST
         AFTER                                                                 Gen Z
                                                                                                   VS                  Slient Generation




        9:00      OR LATER
                                         AM
                                                                    27%                                           48%
Base: Australian Population, n=3,130 Gen Z n=536               Base:Australian Population, n=3,130 Gen Z n=536, Silent Gen n=235



                          What proportion of food is normally on Australia’s dinner plate?

                                                                        Meat, fish, poultry,
                Breads, cerals, rice,                                 other seafood and eggs
                  pasta, noodles




                                                                    32%
                                   19.8%                                                                     GE N E R ATIO N Z
                                                                                                             E AT TH E L E AS T
                                                                                                               V E GE TAB L E S
                                                                                                            (3 0.8% ) A N D TH E
                         4.3%                                                                                  M O S T C AR BS
        Fruit
                                                                                                                   (23 .9 % )



                                                               6.1%
                                           37.9%
                      Vegetables                                        Dairy (milk, yogurt,
                                                                           cheese etc.)


Base: Australian Population, n=3,130




                               What else do Australians typically do while eating dinner?




                                13%                 56%                          6%                           3%
                            Watch TV with          Watch TV with         Look at phone - using         Look at iPad/tablet
                             full attention        some attention         facebook, sending            device - watching
                                                                            text messages               video or reading
                                                                                                            articles
Base: Australian Population, n=3,130
COOKING SKILLS


Australia’s knowledge of food and appreciation for cooking is disappearing fast.
Australia’s busy lifestyles are making what to eat and cook less of a priority, especially for the younger generation. Although over half of the
nation cooks dinner at home up to five nights a week, 47% of Australians agree that young people do not know how to cook.




Twenty-five percent of Generation Z agree they do not cook because         While the nation understands that healthy food can be delicious,
they don’t know how to. While 22% cites time as a key issue,               59% know cooking and eating healthier food takes planning. The
whether they arrive home too late or believe that cooking is too           generational divide is also clear when it comes to fresh ingredients;
time consuming. Interestingly, 21% simply believe cooking is an            40% of the Silent Generation will use fresh ingredients on a daily
unpleasant task.                                                           basis compared to only 20% of Generation Z. In reality 66% of
The appreciation for cooking has traditionally been passed down            Generation Z will use pre-prepared ingredients at home more often
from one family member to another, with cooking playing a central          than any other generation.
role in the home. Teaching the nation how to create cooking                There is less inclination to use fresh ingredients in every day meals,
and eating routines that focus on a variety of healthy and fresh           and Australia’s general knowledge about nutritious and fresh
ingredients is still critical. However, 48% of the country does not feel   foods has declined. A quarter of Australians do not know where a
confident about teaching others about healthy foods.                       pumpkin is grown, only 65% of Australia can identify a leek and 20%
Interestingly while only 18% of Australians say media and advertising      of Generation Z incorrectly named a zucchini a cucumber.
influences them on what they eat, the rise in popularity of cooking
and healthy eating shows suggests otherwise. Cooking shows like
My Kitchen Rules have helped the country re-ignite its passion                “The key to good nutrition is
for cooking and aids in the education of healthy eating. It seems,
however, Australians are still lacking in hands-on experience.
                                                                              knowledge. A lack of knowledge
                                                                              means a lack of confidence. And
                                                                              if we’re not confident about what
                                                                              we’re cooking then we won’t prepare
                                                                              nutritious food for ourselves or our
                                                                              kids.”
                                                                              Kathleen Alleaume, Independent Exercise
                                                                              Physiologist and Nutritionist
PAG E 1 0
Why does Generation Z not cook/not cook more often?



                                              19%               17%
                      13%                   I’m busy with
                                                                                 13%                 11%
                                             after-school      I don’t know
                    I arrive home          activities/I have   how to cook       It’s too time      I don’t know
                        too late             social plans      many meals        consuming          how to cook


Base: Gen Z n=536




           How much influence does each of the following
               have on what Australians eat today?




                     26%                                       18%                               59%
                                                                                                  O F GE NE RATIO N Z
                YOUR PARENTS                            COOKING SHOWS                            CO NS IDE R HE ATING
                                                     + The media + Advertising                   CHICKE N NUGGE TS
                                                                                                   TO BE CO O KING
Base: Australian Population, n=3,130




                                       51%
                                                               O F GE N ER AT I O N Z C O N S I D ER
                                                                 P R EPA R I N G T W O M I N U T E
                                                                     NOODLES COOKING




                                                                 U P TO



                                                               23%
                                              OF GEN Z BE L IE V E S H E ALTH Y
                                             FOOD IS N OT A S DE L IC IO U S AS
                                                 LESS H E A LTH Y F O O D.
Base: Australian Population, n=3,130 Gen Z n=536
RESEARCH REPORT AUSTRALIA




                                            Published by Weight Watchers Australasia October 2012
                                                      ©Weight Watchers Australasia 2012


                             Care is taken to ensure the accuracy of the information contained in this publication.
  Please contact Weight Watchers Australasia if you have any concerns. For more information on Plate of our Nation and Weight Watchers go to:
                                      www.plateofournation.com.au or www.weightwatchers.com.au



                           For more information about Plate of our Nation and Weight Watchers please contact:

                                                              Michelle Durham
                                                         Weight Watchers Australasia
                                                           Level 5, 1 – 3 Smail Street
                                                         Ultimo, NSW 2007 Australia
                                                               Ph 02 9928 1300
                                                  Email praustralia@weightwatchers.com.au




                                                              About the Research
The Plate of our Nation study report was conducted among 3,130 Australians aged 15 – 74 years between Wednesday 11 July and Tuesday 17 July 2012.
                                 The study was conducted online amongst members of a permission-based panel.
                        The research was conducted by Jigsaw Strategic Research, who partnered with GMI for this study –
                                          a global provider that is adheres to the ESOMAR guidelines.

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Plate of our Nation

  • 2. JOSEPH SAAD PETE EVANS Managing Director Renowned Chef Weight Watchers Australasia and health advocate You only have to switch on the television or open a newspaper to Food is my passion and my philosophy is simple – cook with love understand that obesity is one of the greatest health issues facing and laughter. Ask any chef what the most rewarding part of the job is the developed world today; more than half of all Aussies are either and I think it will be hearing that you have inspired someone to cook overweight or obese.* and try your food at home. The impact obesity has on our health, life-expectancy and quality Over the past few years I’ve observed some saddening trends; we’ve of life is substantial; for the first time, the next generation will have a swapped fresh for fast, quality for convenience and our knowledge shorter life expectancy than the one that lived before them.** The of food and cooking skills are in decline. With more technology situation seems dire, but the good news is it’s entirely preventable. in our lives we are becoming less active. Combine this with more As a leader in weight management we want to take a bold stand demanding and stressful lifestyles and Australia is simply not giving and help lead Australia to a healthier future. We are delighted to food and mealtimes the respect they deserve. announce the launch of Plate of our Nation; a social movement that will put our attitudes to food and exercise under the microscope in a It’s time for us to take action and turn this around. Together with bid to get our nation healthy again. contributions from a variety of experts from differing backgrounds and approaches, I am delighted to lead the Weight Watchers’ Plate of We are putting our experience and scientific research behind Plate of our Nation to affect real change. This movement will begin with our Nation movement, to rally this country and positively influence consumer research outlined in this summary report, giving a real this issue and the growing obesity epidemic in this country. insight into our attitudes, beliefs and values in relation to the obesity crisis. The research confirms how gradual changes in the way we eat, move and live our lives, have crept up on us over the last fifty years, however Australians are not completely aware of this. Armed with this knowledge, we want to spark debate and give Australians a voice on the nation’s future. We want Aussies to throw their social weight – in other words use their Facebook and twitter connections - and discuss the issue on www.plateofournation.com.au. Everyone can have their say because we truly believe that the public can collectively help us create positive solutions and changes among Australian families and homes. This journey to a healthier future is just starting and we want everyone to get involved. * Australian Bureau of Statistics, Media Release: One in four Australian adults obese, May 2011 ** Accelerating Progress in Obesity Prevention: Solving the Weight of the Nation Project, May 2012 PAG E 2
  • 3. A B O U T T H E P L AT E O F O U R N AT I O N R E S E A R C H In July 2012 Weight Watchers commissioned multi-layered research as part of the Plate of our Nation movement. More than 3,000 Australians* were questioned on everything from mealtimes. Most worryingly, it is the younger generation who is most food choices and knowledge, cooking skills, body image, activity at risk. levels, generational differences, impact of technology, work and This report marks out four key issues uncovered by the research: lifestyle, together with the many other factors that have contributed to this obesity issue. 1. Impact of Obesity: Australia’s lack of recognition of the reality of the obesity issue For this unique and rigorous research piece, we consulted with, and received analysis and interpretation from a number of relevant 2. 21st Century Lifestyle: Australians are busier than ever experts: before, but increasingly sedentary. The basic equation of energy in, energy out isn’t adding up • Pete Evans, Renowned Chef and health advocate 3. Food Values: Australians know what they eat affects their • Martha Lourey-Bird, Exercise Scientist health, but many simply do not realise the importance of • Anna Peeters, President, Obesity & Population Health Expert, how they eat Baker IDI • Emma Stirling, APD and Weight Watchers Nutrition Advisor 4. Cooking Skills: The knowledge of food and appreciation for cooking is fast disappearing • Dr Cindy Nour, Clinical Psychologist • Kathleen Alleaume, Independent Exercise Physiologist Weight Watchers is committed to helping all Australians reach and Nutritionist a healthy weight range. With Plate of our Nation, the aim is to • Tara Diversi, Behavioural Change Expert complement and build on recent Government efforts to encourage our nation to make healthy lifestyle choices. • Jeff Lack, Stylist and Fashion Expert • Philip Cox, Architect • Joy Evans, Pete Evans’ mum The findings of the Weight Watchers Plate of our Nation research are undeniable. We know that the nation’s obesity problem has not happened overnight, it is something that has slowly deteriorated, with subtle changes in Australia’s everyday habits and behaviours. * Weight Watchers has grouped the 3,130 Australian surveyed into generations. A steady increase in the size of plates, the amount of hours per day These are outlined as: • Generation Z – those Australians born from the 1990s onwards spent being active and the fact that technology is all-pervading, • Generation X&Y – those Australians born between 1960 and 1990 has led to a society that is largely sedentary, and one that has lost • Baby Boomers – those Australians born between 1940 and 1960 touch with the value of fresh food and the importance of savouring • Silent Generation – those Australians born between 1920 and 1940 PAG E 3
  • 4. I M PA C T O F O B E S I T Y The majority of Australians are obese 72% believe being overweight is the fault of the individual and only 12% believe the Government should take responsibility. and overweight, but oblivious to the reality Australian healthcare and medical professionals also continue to of the issue. voice their concern with regards to the levels of obesity in Australia, Worldwide obesity has more than doubled since 1980 and more as the effects of obesity are not just limited to the impact on the than 1.4 billion adults globally are overweight.* In Australia, 61% of body. Several studies have found excess weight to be linked with adults are either overweight or obese.** depression and other measures of psychological distress. In fact, Obesity is an issue that is regularly discussed in the media, from why once a person reaches the 100kg mark, they begin to rate certain it occurs to the effect on the individual, but only 49% of Australians lifestyle aspects - friends, travel, body image - as less important are personally concerned about the obesity crisis. than those who are at a healthy weight. Opinions on obesity seem to be split by generation. One in five of Generation Z believe that being overweight is unavoidable while 38% believe seeing overweight people on TV makes it seem normal. In addition, 38% believe the Government should take responsibility for the obesity crisis. * World Health Organisation, Overweight and Obesity Key Fact Sheet, May 2012 The Silent Generation is more vocal on the issue of obesity; over three ** Australian Bureau of Statistics, Media Release: One in four Australian adults quarters view obesity as a critical issue for Australia. Interestingly, obese,May 2011 “The effect of obesity can be quite profound and people can often become depressed and experience low self esteem, which can lead to disengaging from others and rating friendships as not so important.” Dr Cindy Nour, Clinical Psychologist PAG E 4
  • 5. What is Australia’s current weight? 4% 13% 19% 21% 17% 12% 6% 9% 70-79kgs 50-59kgs 60-69kgs 80-89kgs 90-99kgs Over 110kgs Less than 50kgs 100-109kgs Base: Australian Population, n=3,130 How important is health, Importance in Life weight and body image to Australia? Total Australia Over 100kgs FRIENDS 52% 43% EDUCATION 51% 46% Weight Health Body Image TRAVEL 30% 25% 42% 74% 28% Base: Australian Population, n=3,130 Gen Z n=536, Gen x &Y n=1,212, Baby Boomers n=1,147, Silent Gen n=235 BODY IMAGE 28% 18% LATEST TECHNOLOGY 19% 15% Base: Australian Population, n=3,130 Weight over 100kgs n=480
  • 6. T H E 2 1 ST C E N T U R Y L I F E S T Y L E A lack of knowledge on health and exercise and living a far less active lifestyle is affecting Australia’s health. The life of the average Australian in the 21st Century has become increasingly sedentary. On any given day, only one in three Australians do some form of exercise. This is compared to more than eight in 10 Australians who had time to watch television or use the Internet or a computer. Australians seem to have forgotten one of life’s basic equations, Compounding this problem is high kilojoule food, which is much balancing healthy nutritious food, including plenty of fresh fruit more readily available then fifty years ago. What was once viewed and vegetables, together with physical activity. Instead the nation as a treat is now available in any convenience store. is over fuelling and underusing their energies, all contributing This could explain why 71% claim to eat for pleasure rather than for to an unhealthy lifestyle. In fact, only one in four Australians eat survival and just under three quarters of Australians eat treats on a because they are hungry while 43% will continue eating until they weekly basis. are overfull. Today technology does so much for us at work and at home. The result is that Australians spend more time sitting. This is in direct comparison to older generations who used to burn off energy throughout the day including walking to work or hand washing clothes. Even with obesity at alarming levels it is clear Australians do not understand what it takes to burn off energy in today’s “Less than half of Australians are society. Only 15% of the day is spent being active with almost one in five Australians saying they have no motivation to exercise and as active as they should be and another one in five saying they are just too lazy. what we really need to appreciate is that food is fuel and it is there to be used.” Martha Lourey-Bird, Exercise Scientist PAG E 6
  • 7. 43% OF AUSTRALIANS WILL C ONTINUE TO EAT UNTIL THEY ARE OVERF ULL O N AN AV E R AGE 85% OF THE DAY, O N LY 3 7 % O F A U S TR AL IA N S TY PIC AL DAY IS E X E RC IS E C O M PAR E D TO 86 % SP E NT INAC T IVE WH O WATC H TV How many minutes of exercise does it take to burn off the kilojoules in these foods? 69.1 66.7 53.9 66.0 37.0 Perception mins mins mins mins mins Reality 120 60 150 130 120 mins mins mins mins mins Snickers Bar Can of Coke 2 glasses of wine Sausage roll Handful of peanuts Reality figures denote actual time taken to burn off. Actual time calculated using Weight Watchers ProPoints and how many minutes of vigorous walking it takes to earn the same amount of ProPoints What do Australians eat for pleasure? CHOCOLATE 74% SOFT DRINK 36% PANCAKES 21% CHIPS 52% CHEESE 33% POPCORN 20% BISCUITS 47% NUTS 33% CURED MEATS 15% LOLLIES 38% CRACKERS 24% Base: Australian Population, n=3,130, Gen Z n=536, Gen x &Y n=1,212, Baby Boomers n=1,147, Silent Gen n=23 What are the main reasons Australians do not exercise more often? 4% 22% 5% 23% 12% Too overweight Don’t enjoy it I’m too lazy I’m too stressed No motivation Base: Australian Population, n=3,130
  • 8. F O O D VA L U E S Australia’s value of food is diminishing. Australians know what they eat affects their health, but many simply do not realise the importance of how they eat. The nation’s obesity problem didn’t happen overnight and one of the The cost of living is also impacting value of food with Australians key changes over the past 50 years is the size of Australia’s meals. choosing quantity over quality with 55% believing that it is more Not only have plate sizes increased by 30%, but 42% of Australians expensive to buy healthier food. also believe serving sizes were smaller growing up. Combine this with Australia’s busy 21st Century lifestyles distracting While increased portion sizes are not the sole contributor to the country from enjoying meals and the relative worth of food is Australia’s obesity issue, large quantities of food have distorted the vanishing fast. Three quarters of Australians do something else nation’s perception of what a typical meal or snack is supposed to while they eat, such as reading, texting or working. In fact, the look like. What is interesting is that 77% of Australians still finish nation is eating fewer meals at the dinner table. As children, 99% of everything on their plates but 84% do not see the link between the Silent Generation ate dinner at the table, now only 52% of Generation increase in portion size and gaining weight. Z does. Worryingly, 33% of Australians even eat dinner on the sofa and one in ten of Generation Z eat dinner in the bedroom. “With so much focus on size meaning ‘value’, we’ve entered a dangerous cycle. Plate size has now taken control of our rising culture of eating out and the idea of a normal serving size is no longer there.” Kathleen Alleaume, Independent Exercise Physiologist and Nutritionist PAG E 8
  • 9. 29% How many have vegetables in their evening meal eaten at home? O F G EN Z EATS BREAK FAST AFTER Gen Z VS Slient Generation 9:00 OR LATER AM 27% 48% Base: Australian Population, n=3,130 Gen Z n=536 Base:Australian Population, n=3,130 Gen Z n=536, Silent Gen n=235 What proportion of food is normally on Australia’s dinner plate? Meat, fish, poultry, Breads, cerals, rice, other seafood and eggs pasta, noodles 32% 19.8% GE N E R ATIO N Z E AT TH E L E AS T V E GE TAB L E S (3 0.8% ) A N D TH E 4.3% M O S T C AR BS Fruit (23 .9 % ) 6.1% 37.9% Vegetables Dairy (milk, yogurt, cheese etc.) Base: Australian Population, n=3,130 What else do Australians typically do while eating dinner? 13% 56% 6% 3% Watch TV with Watch TV with Look at phone - using Look at iPad/tablet full attention some attention facebook, sending device - watching text messages video or reading articles Base: Australian Population, n=3,130
  • 10. COOKING SKILLS Australia’s knowledge of food and appreciation for cooking is disappearing fast. Australia’s busy lifestyles are making what to eat and cook less of a priority, especially for the younger generation. Although over half of the nation cooks dinner at home up to five nights a week, 47% of Australians agree that young people do not know how to cook. Twenty-five percent of Generation Z agree they do not cook because While the nation understands that healthy food can be delicious, they don’t know how to. While 22% cites time as a key issue, 59% know cooking and eating healthier food takes planning. The whether they arrive home too late or believe that cooking is too generational divide is also clear when it comes to fresh ingredients; time consuming. Interestingly, 21% simply believe cooking is an 40% of the Silent Generation will use fresh ingredients on a daily unpleasant task. basis compared to only 20% of Generation Z. In reality 66% of The appreciation for cooking has traditionally been passed down Generation Z will use pre-prepared ingredients at home more often from one family member to another, with cooking playing a central than any other generation. role in the home. Teaching the nation how to create cooking There is less inclination to use fresh ingredients in every day meals, and eating routines that focus on a variety of healthy and fresh and Australia’s general knowledge about nutritious and fresh ingredients is still critical. However, 48% of the country does not feel foods has declined. A quarter of Australians do not know where a confident about teaching others about healthy foods. pumpkin is grown, only 65% of Australia can identify a leek and 20% Interestingly while only 18% of Australians say media and advertising of Generation Z incorrectly named a zucchini a cucumber. influences them on what they eat, the rise in popularity of cooking and healthy eating shows suggests otherwise. Cooking shows like My Kitchen Rules have helped the country re-ignite its passion “The key to good nutrition is for cooking and aids in the education of healthy eating. It seems, however, Australians are still lacking in hands-on experience. knowledge. A lack of knowledge means a lack of confidence. And if we’re not confident about what we’re cooking then we won’t prepare nutritious food for ourselves or our kids.” Kathleen Alleaume, Independent Exercise Physiologist and Nutritionist PAG E 1 0
  • 11. Why does Generation Z not cook/not cook more often? 19% 17% 13% I’m busy with 13% 11% after-school I don’t know I arrive home activities/I have how to cook It’s too time I don’t know too late social plans many meals consuming how to cook Base: Gen Z n=536 How much influence does each of the following have on what Australians eat today? 26% 18% 59% O F GE NE RATIO N Z YOUR PARENTS COOKING SHOWS CO NS IDE R HE ATING + The media + Advertising CHICKE N NUGGE TS TO BE CO O KING Base: Australian Population, n=3,130 51% O F GE N ER AT I O N Z C O N S I D ER P R EPA R I N G T W O M I N U T E NOODLES COOKING U P TO 23% OF GEN Z BE L IE V E S H E ALTH Y FOOD IS N OT A S DE L IC IO U S AS LESS H E A LTH Y F O O D. Base: Australian Population, n=3,130 Gen Z n=536
  • 12. RESEARCH REPORT AUSTRALIA Published by Weight Watchers Australasia October 2012 ©Weight Watchers Australasia 2012 Care is taken to ensure the accuracy of the information contained in this publication. Please contact Weight Watchers Australasia if you have any concerns. For more information on Plate of our Nation and Weight Watchers go to: www.plateofournation.com.au or www.weightwatchers.com.au For more information about Plate of our Nation and Weight Watchers please contact: Michelle Durham Weight Watchers Australasia Level 5, 1 – 3 Smail Street Ultimo, NSW 2007 Australia Ph 02 9928 1300 Email praustralia@weightwatchers.com.au About the Research The Plate of our Nation study report was conducted among 3,130 Australians aged 15 – 74 years between Wednesday 11 July and Tuesday 17 July 2012. The study was conducted online amongst members of a permission-based panel. The research was conducted by Jigsaw Strategic Research, who partnered with GMI for this study – a global provider that is adheres to the ESOMAR guidelines.